Research for this clothing brand showed that a particular product sub-category performed worse than the others. This was especially so when people looked for products from the homepage via the mega menu.
We believed that this could be because of the high number of options to choose from within this low-performing sub-category. Also, the other categories had a Most Popular section, which could have contributed to helping users choose a product category faster.
We performed several successful experiments in the mega nav section over the past years. Each iteration has helped improve the functionality and usefulness of the menu and made it easier for customers to find the products they wanted quickly.
This was one of the last sections of the mega nav menu that we needed to optimise.
Hypothesis and Psychological Technique Applied
We needed to reduce the number of options and make the categories clearer within the navigation. We theorised that this would increase the likelihood of users finding a product they’d like, and reduce the cognitive overload and the resultant paradox of choice.
Experiment
The mega navigation menu had 8 visual options in the sub-category; we reduced the number of options to 3 and added the ‘Most Popular’ label to them. We also redesigned the look of the menu to make it easier for users to read the other non-highlighted categories.
Control
Variation
Results
From the observed data, we were able to see that the Variation showed a high probability of being better than the Control, especially for returning users.
More users who interacted with the mega nav menu clicked through to the PDP and completed purchases in the category concerned than the Control.
Learnings
The more the number of options, the more confusing it can get for users, especially when they are early on in their research stage. Reducing the number of options in the mega navigation menu and clearly segregating the categories makes it easier for users to spot the products they want to buy.
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How experimentation helped Hotter Shoes delight customers
Learn how Endless Gain and Monetate helped Hotter.com create enjoyable customer experiences and increase user conversion rates through experimentation.
